Brookfield Properties announced that it is partnering with The Aria Network on augmented reality ad inventory through its retail shopping locations across the United States.
The new deal will give Aria exclusive rights to the virtual air space of Brookfield Properties, which encompasses over 150 million square feet in 100 different locations. Aria will use the square feet from the deal to create the ability for brands to advertise through augmented reality, which consumers can access through their phones.
Brookfield Properties is entering into the partnership in an attempt to leverage "phygital" ads, which are a mix of physical and digital content.
The new agreement may enhance the in-person shopping experience compete with growing e-commerce demand.
AR Advertising Deals
Brookfield Properties and the Aria Network Will Offer AR Ad Opportunities
Trend Themes
1. Phygital Advertising - The partnership between Brookfield Properties and The Aria Network for AR ad inventory presents a disruptive innovation opportunity for physical and digital ad content to coexist and enhance the in-person shopping experience.
2. Augmented Reality Advertising - With exclusive rights to the virtual air space of Brookfield Properties, Aria can create disruptive AR ad opportunities that brands can use to advertise through smartphones.
3. Location-based Advertising - Brookfield Properties' retail shopping locations across the United States offer a disruptive innovation opportunity for targeted advertising based on location data.
Industry Implications
1. Real Estate - Brookfield Properties' partnership with The Aria Network presents disruptive innovation opportunities for real estate companies to leverage phygital advertising to enhance visitors' in-person shopping experience.
2. Advertising Technology - Aria's exclusive rights to the virtual air space of Brookfield Properties present disruptive innovation opportunities for companies in the advertising technology industry to create new AR ad inventory and content.
3. Retail - The partnership between Brookfield Properties and The Aria Network presents disruptive innovation opportunities for the retail industry to compete with growing e-commerce demand and potentially increase foot traffic through phygital and AR advertising.